ROI Redux

Are retailers who are wary of online sales efforts ignoring the potential for offline results? Yes, says a new report from Forrester Research.

Are retailers who are wary of online sales efforts ignoring the potential for offline results? Yes, says a new report from Forrester Research. The key, points out the report, is a disciplined approach to initial site investments. "...retailers must not forget that sites can improve the efficiency of their operations by reducing costs and boosting margins through self-service, hands-free order taking, inexpensive retention marketing, and the additional yield on liquidation," adds Forrester.